The advertising landscape is undergoing a seismic shift with Google’s announcement to disable third-party cookies on Chrome by 2024. This pivotal moment has created both disruption and opportunity, pushing marketers and media buyers to seek innovative, privacy-first solutions to reshape audience targeting and buying intent predictions.
With the sunsetting of the cookies on Chrome, advertisers can no longer target their audiences using demographics or behavioural data. This is predicted to have a substantial adverse effect on Return on Ad Spend (ROAS) – the estimated negative impact is between 30-70%. But with this, the change is estimated to create a $300Bn contextual advertising market in 2025.
Current “cookieless” targeting solutions are built based on content classification on a domain level. This has two profound flaws from the advertisers’ point of view:
1. Domain-level data (e.g. Google’s approach) does not provide the needed accuracy for successful “in-moment” engagement with the target audience.
2. Current competitive solutions are built mainly on content classification rather than user intent identification.
NinaData has developed the world’s first predictive buying intent platform for digital and programmatic advertisers, utilizing the latest generative AI technologies to drive in-the-moment online results for brands, and is 100% privacy compliant. Instead of text or image solutions using ChatGPT, NinaData’s LLM delivers buying intent predictions and shows advertisers exactly where these audiences can be reached.
NinaData’s purpose-built crawler conducts page-/URL-level data extraction and analysis, providing superior match and relevancy for advertisers. We can also build custom buying intent segments. This level of accuracy drives much better attention and ROAS for advertisers.
NinaData’s GenAI buying intent platform is built on an industry-specific LLM model, where user intent is recognized in the different stages of the customer journey: Awareness, Consideration and Purchase. NinaData provides advertisers with unique data to reach the audience at the right time and environment to boost ROAS.
Advertisers can use the data with first-party data (contextual audience extension) and publishers in so-called “seller-defined” audiences.
NinaData can set up custom audiences on an SSP (e.g. PubMatic or Equativ) and provide publishers with a Deal ID. They can easily execute and monitor the campaign via any DSP (Xandr, DV360, Adform, TradeDesk). It’s also possible to leverage existing publisher deals in a similar fashion, and we can white-list the preferred suppliers.
Don’t cut it too close to 2024 to prepare your programmatic advertising strategy without cookies – easily start audience targeting and buying intent prediction with NinaData. Contact us today to unlock the power of privacy-first, cutting-edge solutions. Elevate your campaigns, boost ROAS, and navigate the cookieless future seamlessly. Contact us now to start the conversation!
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